THE FACTORS AFFECTING THE BEHAVIOR OF OVER ORDERING FROM USING FOOD DELIVERY APPLICATION DURING COVID - 19 PANDEMIC IN BANGKOK AND METROPOLITAN AREA
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Abstract
The purposes of this study were to investigate the factors influencing food delivery over-order behaviors through applications during the COVID-19 pandemic in Bangkok and suburb based on the research conceptual framework Theory of Planned Behavior (TPB) and Behavioral Reasoning Theory (BRT). The sample was 464 food delivery application consumers during the COVID-19 pandemic based on generations and frequency of application usage using simple random sampling. The instruments were the questionnaires. The statistical analysis was structural equation modeling (SEM). The results revealed that the factors influencing food delivery over-order behaviors through applications during the COVID-19 pandemic were Perceived Severity, Hygiene Consciousness, Trust, Quality Issue, Price Advantage, Convenience motivation, Moral Norm, and Interface Issue. The consumers in Gen Z (Younger than 25 years old) and Gen Y (26 – 39 years old) placed more importance on Perceived Severity, Hygiene Consciousness, and Moral Norm than other factors. The consumers who used application more than ten times per month placed more importance on Price Advantage, Moral Norm, and Environment Knowledge than other factors. The research contribution was applying the findings to product presentation, platform development, pricing strategic planning, and to service development to meet the prospective consumers’ needs.
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References
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